The dealership CRM is the most important tool in the dealership for sales, lead followup, accountability, relationship building, relationship management, identifying lost opportunities, assessing productivity levels, time management, customer data and information storage, and much more, yet 90% of all dealership CRMs are either antiquated, setup incorrectly, loaded with the wrong content, not customized to reflect dealership specific mission, goals, and processes, misused, underutilized and/or neglected. When setup and utilized correctly, a dealership’s CRM will amplify the efforts of the salesforce, drastically reduce manual efforts, increase productivity, increase CSI scores and reputation, increase units sold and increase grosses. Below you will find the most common showroom sales challenges that exist in the automotive sales industry today, and if applicable to you and your dealership, how we can assist in solving the challenges:

My Showroom

The Top 6 Challenges Plaguing Dealerships' CRMs:

Scroll Down to Explore the Challenges & Solutions:

  1. No Training
  2. No Accountability
  3. No Desire/Wrong Mindset
  4. Misused
  5. Antiquated
  6. Wrong Setup/Wrong Content

Dealership Goals & Projections

No Training

Most CRM companies provide some form of training whether that be via virtual or onsite, however, this usually only occurs at the start of the program and is buttonology focused with no real focus on psychology and strategy. While many CRM companies do a nice job at the start, what happens when there is turnover and new hires? There should be a CRM new hire onboarding process, a new hire CRM training program, ongoing reinforcement training and ongoing accountability.

Call Monitoring

No Accountability

Even if the dealership representatives are properly trained, who at the dealership is holding them accountable to the usage, accuracy and processes? There should be someone monitoring and auditing the CRM on a daily, weekly and monthly basis for various activities such as proper notes, proper followup, proper statuses, lost productivity, communication, action plans and content. What is expected should be inspected.

Phone Training

No Desire/Wrong Mindset

CRM at the dealership should not be a choice. Too many times we have witnessed CRMs being completely overlooked and almost considered “optional”, which basically means that there is a lack of respect for the CRM and the value of the CRM is unseen. They may find it annoying, or a waste of time, and as a distraction that pulls them away from the sales floor and making money. They are working out of a false paradigm. The CRM should be looked at as a boatload of opportunity that will help build relationships and sell more cars.

Phone Training


A CRM is only as good as the people that use it. If it is used occasionally, it will produce occasional results. When it comes to CRM garbage in equals garbage out. Productivity can’t be appropriately measured, followup cannot be appropriately measured, reporting is worthless and customers are neglected. CRM needs to be a part of the dealership culture and the abuse of the CRM should be addressed and a disciplinary program in place.

Phone Training


Some dealerships don’t realize that the CRM tool they have is antiquated and cannot live up to the followup and engagement systems and processes of the more cutting edge CRM tools of today. The tool may be gifted by the OEM or co-oped, but like all good things, you get what you pay for and that usually means an old and less than satisfactory CRM tool. Today’s dealerships need a CRM that has video capabilities, social media capabilities, text messaging capabilities, artificial intelligence and automation.

Phone Training

Wrong Setup/Wrong Content

CRM’s are only as good as the people that use them and the content within it. Some CRM’s come with standard processes and content, however, the content should be customized to fit the goals of the dealership, represent the brand properly, perpetuate the mission, vision and values of the organization and serve to effectively take the customer through the car buying process and beyond. All action plans, processes, email templates, phone scripts and voicemail scripts need to be top-notch to differentiate your dealership from the competition.

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What We Offer

  • CRM Audits/Consulting
  • CRM Setup of Actions Plans
  • CRM Setup of Processes
  • CRM Email Templates
  • Inbound/Outbound Phone Scripts
  • Voicemail Scripts
  • CRM Monthly Audits
  • CRM Monthly Academy Classes
  • CRM Monthly 1-on-1 Training
  • CRM On-Demand Training
  • Ongoing Upgrades to Action Plans & Processes
  • Monthly CRM Usage & Accuracy Accountability

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